By Sacha Delfosse
Australia's recent recognition of Mexico's protected appellation of origin for tequila has been applauded by the industry and signals the demise of several 'fake tequila' brands in the local market.
The decision, made on November 21, means that only tequilas produced in Mexico that comply with the standards set by Mexican tequila's regulatory body, the CRT (Consejo Regulador de Tequila) can use the name 'tequila' in packaging and marketing.
The announcement has been warmly embraced by producers like Tequila Tromba who believe staying true to the authentic way of making tequila is pivotal in enlightening Australians about true tequila and the Mexican way of life.
"We couldn't be happier. Half our battle is educating Australians about how to truly appreciate tequila, which has always been very difficult with horrible replicas available in bars and bottle shops," said Tequila Tromba founder, Nick Reid.
"The recognition of the appellation of origin in Australia is a step in the right direction and we are hoping people in our country continue to open their minds to this amazing culture and spirit."
There are an estimated 10 brands marketed as tequila in the local market that are not produced in Mexico or follow the standard set by the CRT. One person who has been campaigning vigorously against these products is Phil Bayly, owner of Sydney's Café Pacifico.
"This is fantastic news – I've been working on this for years. I've been dealing with the CRT in Mexico, I've approached the ACCC and recently I've been talking to Gordon Broderick from DSICA about this issue," said Bayly.
"It's not so much an issue about the volume these fake tequilas sell it's more the reputation. They are crap and what they do is give people a bad understanding of what real tequila is."